The main objective of awareness in advertising, is to bring consumers closer to the message of a brand or product.
Marc Debnicki and Ben Thompson students from the art direction and copywriting program, used the social mission of a well known ice cream company to serve as inspiration for Ice Cream Drash, an innovative advertising campaign, created to bring awareness to childhood obesity in United States.
According to the Centers for Disease Control and Prevention, childhood obesity in America “has more than doubled in children and quadrupled in adolescents in the past 30 years.” This and other facts such as, an increase of the number of children having high blood pressure problems, type 2 diabetes and elevated blood cholesterol levels, made the Miami Ad School students use the unstoppable ice truck as their tool to battle childhood obesity.
The idea of the campaign, is to use an easy-to-play game for kids to stay active. Kids around the country will play in teams to obtain reward points, and use social media to track their activity and also invite other kids to participate.